Out-of-Home Video - The Real Third Screen

Mobile is touted as the third screen. Mobile video, though, has an unjustifiable amount of buzz as the hot topic. In the US, only 6% of subscribers watched video on their mobile devices (according to a recent M:Metrics release). Granted, that number will push upward with more 3G devices and especially widely popular ones like the 3G iPhone. But it will take a while for the penetration of mobile video to even approach 20%.

On the other hand, out-0f-home video is the real third screen. Ad spending reached $1.3 billion in 2007 and is forecasted to reach $3.2 billion by 2011 (according to DigitalSignageExpo.net). The potential reach is staggering because it can take so many forms in a variety of venues: gas stations, retail locations, bars and restaurants, taxi cabs, sports stadium, health clubs, doctors offices, movie theaters, and more. According to a recent study by Seesaw Networks (Digital Out-of-Home Media Awareness and Attitude Study), on average, people recall having seen digital signage in six different types of locations in the past week.

The variety of venues, screen sizes, and network operators make it a daunting medium to take on. The entities of CBS Outernet and NBC Everywhere , as umbrella networks with familiar content, will go a long way in bringing media agencies and advertisers to a comfort level for making buys in the medium. OVAB (the Out-of-Home Video Advertising Bureau) will be releasing some audience research this month. In addition, OVAB also has RFPs out to develop a planning tool.